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March 2019

View all on this date written articles further down below.

HOW MOBILES ARE REVOLUTIONISING THE BRICKS AND MORTAR EXPERIENCE

We’ve all heard it and we’ve all done it.  Uttered those words “I just don’t have TIME”.  

“What are we going to buy Jeff for his birthday, I don’t have TIME to go to the shops.”  “Let’s do an online grocery shop darling, I just don’t have TIME to get to the supermarket”.

With the advances in eCommerce, our portable buying machines (your mobile phone), and with time becoming even more of a precious commodity, a dark cloud has loomed over bricks-and-mortar retail stores for a while that has meant those still standing have needed to reinvent themselves and do things smarter.

With the advent of marketplaces like Amazon, fitting in ‘shopping’ with our modern overrun lives just makes the convenience of buying things online so appealing.

But now it seems, that the smartest of retailers are turning the mobile phone into their bricks-and-mortar friend and embracing the benefits it has to offer using in-store apps.

While some are still struggling to embrace the omni-channel approach, those who have done it wisely are really reaping the benefits.

So why do in-store apps work so well?

The simple reason is, in-store apps create a more personalised experience for your customer and the more you know about them the more you can personalise that experience.

Starbucks for example, understood the time poor worker and made an app so you can order and pay online and beat all the queues – then all that is left to do is pop in and pick it up from the counter.

Beacons and geo-tagging are a great way to know when your customer is near or in-store and can be used to provide tantalising discounts or reasons to enter the store.

So perhaps you can imagine your customer walking towards their favourite product in-store and just as they are about to reach it, they get pinged with a special for 10% off!  YES PLEASE!

Customers most commonly use in-store apps to find coupons, redeem digital coupons in-store or even to locate sale items or in-store discounts. They also compare prices and view product ratings and reviews.

Store layouts are also a great opportunity to include on an app.

Similarly, using beacon locaters to know when someone is in store for a click n collect or a return is totally invaluable.  You could be getting things ready before they even reach the counter.

Making your loyalty program a part of the app is a no brainer.  Not only are they pinged sales items that you know interest them, they can then see if they qualify for further discounts or free items based on their loyalty points!

However, all this is just the tip of ice-berg for the opportunity for in-store apps and it is really limited to our imaginations.

Why not have a chat-bot built right into your app so that someone can scan the item they are trying on in a change-room and request a new size be brought to them instead of having to try and call for and track down a sales assistant?  Just one idea.

The thing is an in-store mobile app can create a really personal experience for your customer which in turn promotes loyalty.  So working out how to create a true ‘experience’ for your client is totally worth putting your thinking cap on for and one that your customers will actually venture OUT for.

Apps have the opportunity to totally disrupt the way business is done right now and continue to evolve our shopping experience.

If you want to continue to innovate your business, talk to us at The Playhouse Group.

Bonus material

Here are two fun ways that apps have been used to create a real ‘experience’ for shoppers.

Hointer

Hointer totally reinvented the shopping experience.  They have one item of each product on display effectively reducing the need for floor shop space and creating mini-warehouses out the back. You shop by scanning the barcode of the item you want to try via an app on your mobile or tablet.

Your items are then picked from the warehouse and delivered (via robot) to your dressing room within 30 seconds. With this kind of experience, people generally try on more items and buy more clothes. Plus it is a very easy experience. No trying to flag down an assistant whilst half-naked because you got the wrong size!  

Whatever you don’t want goes down the shoot and the rest stays in your shopping cart which you pay for with a swipe of your credit card.

Migros

The Swiss supermarket, Migros, used a Discover feature on their mobile app. Users can scan any of the 5,000+ products in the store to access product information, real-time ratings and reviews, recipes, and nutritional values.

This creates a range of cross-promotional opportunities that mean consumers leave with more items than they originally intended.